Psychological and Behavioural Factors Influencing the Success of Green Banking in India: The Role of Green Behaviour, Environmental Attitude, Perceived Consumer Effectiveness, and Eco-conscious Lifestyle
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“Psychological and Behavioural Factors Influencing the Success of Green Banking in India: The Role of Green Behaviour, Environmental Attitude, Perceived Consumer Effectiveness, and Eco-conscious Lifestyle.”
PRAKASH NARAIN PANDEY
Assistant Professor, School of Business Management
CSJM UNIVERSITY, KANPUR
MANOJ KUMAR
Assistant Professor, School of Business Management
CSJM UNIVERSITY, KANPUR
Abstract
The increasing urgency of environmental degradation and climate change has prompted global attention toward sustainable financial systems. Within this context, green banking—banking practices designed to promote environmentally responsible behaviour, reduce carbon footprints, and support sustainable development—has become an integral part of modern financial institutions. Despite policy initiatives and institutional support, the pace of customer adoption of green banking in India remains uneven. This conceptual study explores the psychological and behavioural factors that influence the success of green banking, with specific emphasis on green behaviour, environmental attitude, perceived consumer effectiveness, and eco-conscious lifestyle. Drawing on the Theory of Planned Behaviour (TPB), Value-Belief-Norm (VBN) theory, and related models of pro-environmental decision-making, this paper proposes a conceptual framework explaining how individual-level psychological dispositions shape consumer engagement with green banking practices. The study contributes to sustainable finance literature by integrating behavioural science and marketing perspectives, offering a comprehensive model for understanding consumer participation in eco-oriented banking. The proposed framework highlights that consumers’ intrinsic environmental values, attitudes, and self-efficacy beliefs translate into actual green financial behaviours when reinforced by eco-conscious lifestyles and supportive institutional contexts. The paper concludes with theoretical implications for sustainability scholars and practical insights for policymakers and banks to enhance the diffusion of green banking in emerging economies.
Keywords: Green Banking, Environmental Attitude, Green Behaviour, Perceived Consumer Effectiveness, Eco-conscious Lifestyle, Sustainable Finance, India.